With social attributes such as sociality, collection and entertainment, Chaoplay is popular with young people. According to the report released by the Chinese Academy of Social Sciences National Survey and Big Data Research Center, the scale of China's popular game market will reach 47.8 billion yuan in 2022. Blind box is the main marketing mode of Chaoplay. Some people say that life is like opening a blind box. You never know whether you will be surprised or disappointed next. The blind box has rapidly expanded from the original fashion to beauty, stationery, books, cultural and creative industries. For a time, it seemed that "everything can be blind". The uniqueness of the blind box is "blind", and the short plate is also "blind". At the same time, there are many problems such as false propaganda, excessive marketing and uneven product quality. Some businesses use information asymmetry to exaggerate the value of goods, and deliberately create so-called "limited" and "hidden" gimmicks to engage in "hunger marketing" to induce consumers, especially youth groups, to over-consume; Some take the opportunity to cheat consumers by selling "three no" products and "fake" goods; Some confuse the boundaries between trendy toys and traditional toys, which pose a certain threat to children's health... All kinds of chaos have broken the moral and legal bottom line. For any new thing or business form, supervision cannot be absent. As a new thing, Tide Play itself has also constantly developed new varieties and new forms, but it cannot touch the "bottom line" or exceed the "red line". There should be no "blind spots" in the regulation of Chaoyu. It can be found from practice that self-regulation of businesses alone cannot ensure that they are "not blind" in the face of huge interests, and regulations must be issued in a timely manner to strengthen supervision. Chaotong market is no longer a "seedling". After vigorous development in recent years, it has grown into a "big tree" that needs pruning. Pruning is not to limit the growth of trees, on the contrary, it is to make them grow more luxuriant and upright. In March 2022, the first national group standard of fashion toys industry, "Fashion Dolls and Similar Products for Appreciation and Collection", was released to promote the standardized development of the industry from three aspects: quality safety, consumer rights and interests, and supervision and law enforcement. After that, the State Administration of Market Supervision and Administration of the People's Republic of China publicly solicited opinions on the Guidelines for the Regulation of Business Activities of Blind Boxes (for Trial Implementation) to strengthen the regulation of business activities of blind boxes. For example, blind box operators should publicize key information such as commodity name, type, style, extraction rules, release quantity, hidden money extraction probability, value range, etc. in a prominent way, and should not sell blind boxes to minors under the age of 8. Up to now, the problem of the derivative of the tide game has aroused widespread concern in the society. From local to national, the regulation and supervision of the tide game industry has also been paid more and more attention. It is believed that with the introduction of a series of new regulations, the chaos in the fashion game market will be effectively curbed, and the fashion game industry will enter a healthy development track. (Xinhua News Agency)